Morrison’s has reached an agreement with Profitero, a global provider of online insights and eCommerce intelligence. The solution provides competitor market data to Morrisons, enabling the supermarket to match an online shopper’s “Favourite” shopping list. The online shopper can then import their list to Morrison’s website with just one click, thus making the switchover convenient for shoppers. The new solution highlights Morrison’s continued attempts to strengthen its proposition as a low price retailer, as the price war in the UK intensifies whilst discounters continue to steal shoppers from the “Big 4.”